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SMX Advanced 2014 Session #SMX #11B - The Mad Scientists Of Paid Search - Profit Through Performance By Jared Schroder @J_Schroder Of Location 3 Media Read more on SEM at http://searchengineland.com
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LOCATION 3 MEDIA JARED SCHRODER - VICE PRESIDENT DATA INTELLIGENCE & MAR-TECH
LOCATION3 MEDIA PROFIT THROUGH PERFORMANCE
Integrated Digital Marketing
Agency
L3M PRO – Specializing in search
query based performance re-
optimization technologies
There are over 4.7 billion search queries every day.
Of these, 20 percent haven’t been seen by search engines in the last six months (if ever).
And 70 percent have no keywords that match exactly with search marketing campaigns.
Source: Google, 2012
Keywords are best guesses…
The truth lies beneath
THE FOUNDATION Keywords, Match Types,
Negatives, and Structure
All Bid Optimization Algorithms
are inherently limited by the
strength of this foundation.
IN THE WEEDS…
Data mining single queries, with
singular impact
Make meaning of hyper fragmented data Unearth subtle positives Slash profit sinking negatives
QUERY THEME ANALYSIS
Individually irrelevant…
Strength in numbers
Direction in
aggregation
LOCATION3
TAKING AIM AT THE POSITIVES
PORTFOLIO QUERY UNIVERSE ANALYSIS
(CPA Target * Conv. Totals) – Paid Cost
(Total Revenue / ROAS Target) – Paid Cost
P&L
SUBTHEMES WITHIN THEMES
Theme – “Community”
Example - Exact Match is 3.12 times more
effective at converting Impressions into
Actions than Phrase & Broad
Theme – “Community”
CTR * Conv. Rate * Base Imp.
Performance
Indicator
BEWARE OF CANNIBALS
LOCATION3 / A GOOGLE PARTNER
CHANGING THE LENS
LONG TAIL CONVERTERS
UNDER THE MICROSCOPE
Efficiency of converting query
impressions
QUERY UNIVERSE CLEAN UP
MINING FOR LOSS LEADERS
Themes intertwine. Remove high conversion
volume themes from your analysis.
The cream of the crop will rise to the top.
Cost focus for efficiency
MINING FOR QUALITY SCORE KILLERS
Two sides of the coin
Impression focus for quality
Source: Jay Baer, Convince and Convert
Brand Pollution
Misspellings
Relevance & Intent
Geographic Complexity
COMPLICATING FACTORS
GEOGRAPHIC COMPLEXITY
PROXIMITY = PERFORMANCE
TAKING ONE GIANT LEAP ACROSS CHANNELS
BREAKING THE ORGANIC BARRIER
ANALYZING IMPRESSION VARIANCE
ACROSS ORGANIC & PAID
Qualifying opportunity with feasibility
PERFORMANCE. ELEVATED.
Isolate & Frame the positives
Themes within themes
Eye the Cannibals
The Negative Lens
Segment out Complexity & Pollution
END THE GUESSING GAME
LOCATION3
Jared Schroder VP Data Intelligence & Mar-Tech Location3 Media Inc. P: 720-881-8526 E: [email protected]